Inspired by the words of the founding chairman, Chung Ju-Yung, who often answered naysayers with a simple “Have you tried?” this spot created for Super Bowl XLVI started a national brand campaign and internal social campaign within Hyundai that literally had the employees singing on the factory floor. Along with the :60 spot, which got millions of YouTube hits before and after the game, two additional long format films “Behind the Scenes” and “Have You Tried?” added content on theme to the Hyundai YouTube channel during a time when the brand had three Super Bowl spots in play and millions of visitors coming to the channel every day. A supporting digital promotion using a “Try-O-Gram” app, allowed viewers to send their own Try messages in for the company “Try Choir” to perform online.